For Indian e-commerce firms, already struggling to shrug off the ill-effects of demonetisation and goods and services tax, this festival season is likely to be crucial. What has made the situation all the more tricky is the entrance of a new deep-pocketed player, Paytm Mall. All this at a time when fear of lower demand due to GST and demonetisation looms large. According to her, to overcome the pain, e-commerce players will have to resort to all kinds of strategies to remain in the game.